Chief constable rethink on ‘refreshed’ force logo
Chief Constable Simon Byrne has abandoned proposals for a “simplified” version of the Police Service of Northern Ireland (PSNI) crest that would have removed the force name from the logo used on signs, vehicles and uniforms.
The “refreshed” logo would have had only the words ‘Police Service NI’ on it.
Unveiling his proposed new-look branding last Friday (June 5), Mr Byrne said “policing is so much more than an acronym”, which is why the brand review was focusing on using ‘Police Service NI’ as opposed to ‘PSNI’.
However, the proposal “provoked a strong reaction” from many, with the Police Federation for Northern Ireland (PFNI) describing it as “inappropriate”.
Responding to the concerns, Mr Byrne confirmed that the simplified version of the crest would no longer form part of the public consultation on wider rebranding proposals.
Mr Byrne said he “recognised entirely that the crest is enshrined in law”.
“Since my appointment it has been my ambition to make the police service more visible, accessible and responsive,” said Mr Byrne.
“It was part of my vision to refresh our corporate image, branding, uniform and fleet as symbols of our ambitious modernisation plans.
“We recently released images of proposed branding ahead of a public consultation on the matter. Beforehand the proposals were widely shared with key stakeholders including the Policing Board, Department of Justice, elected representatives and staff association and trade union representatives.
“The name of the Police Service of Northern Ireland is set in law and will not be changing, nor will there be any changes to the Service crest and emblems. I recognise entirely that the crest is enshrined in law.”
He added: “This has resulted in much debate and commentary and provoked a strong reaction from some.
“I have listened to the feedback and as a result can confirm that the simplified white version of the crest planned for use on social media and digital platforms will not now form part of the public consultation and will no longer be used.
“In the spirit of openness I was prepared to test other ideas and was keen to start an initial conversation. I want to move away from the use of the acronym PSNI and focus more on the word ‘police’. I am keen to develop this. Indeed, our social media platforms have recently been updated to reflect this.
“We will continue with our plans to launch our public consultation later this year and would welcome the feedback and contribution from all our communities to help shape the look and feel of the PSNI.”
The PFNI said it was now time to “move on” following the decision by the chief constable not to go ahead with one part of a rebranding exercise that would have changed the PSNI badge.
PFNI chair Mark Lindsay said: “In our pre-consultation phase, we saw merit and value in much of what was proposed. At the heart of what was set out was a desire to simplify and modernise PSNI branding.
“The pre-consultation was open and transparent. One element, however, subsequently received some pushback. The chief constable has reacted promptly to acknowledge and address the concerns that were expressed.
“It is now time to move on from here. In our view, this does not take away from the worthwhile goal of modernising the look of the service. For example, work on uniforms and vehicles must proceed as it will benefit officers in a meaningful and practical way.
“The chief constable has listened and acted promptly and we share his desire to do what is best for the PSNI and the full range of services officers provide this entire community.”